Commercial: Embedded journalists
... but not necessarily where you might expect them.
I was struck by the fact that design consultancy BERG have one too, and a jolly good thing I think it is.
It stands to reason, doesn't it? If what we're doing now, being 'content creators' or 'conversation curators' or whatever the hell it is that people who primarily work with words in businesses now do; well, we have much to learn from the journo, with a eye for the attention-seeking sentence, arranging facts in ways that grab, a sense of the angles we need to take, and a nose for gossip.
I think more brands could and should take a chance on having licensed troublemakers, inside their buildings.